Lecture 8

Question 1

What are contact points and touch points?

Answer 1

Contact points: how the consumer comes in contact with the product.

Touch points: at what point the consumer gets touched or emotionally involved with the product

Question 2

Why are more brands wanting to invest in VR and augmented reality?

Answer 2

• Offer more choice to the shoppers while optimizing space (larger assortment)
• Limit storage
• Entertain the shopper (enhancing customer experience)
• Differentiate from competition
• Attract more shoppers / ensure loyalty
• Increase visibility

Question 3

EXPLAIN IMC!!!

Answer 3

IMC is the practice of coordinating
all brand communication
messages as well as the messages
from the marketing mix decisions.

IMC is about sending a consistent
message about the brand

Question 4

How do you maintain consistent communication to all stakeholders?

Answer 4

Maintaining consistent communications to all stakeholders is difficult and works only if a company or brand has:
* a focused business philosophy or mission,
* clearly understood core values,
* and a strong corporate culture

Question 5

How do you create synergy?

Answer 5

By making sure 3 elements are clear and consistent:

1. what the brand image is
2. what the company performance is
3. What other brands and customers are saying about us